Download - SEO Press Releases and Public Relations Webinar Slides

[Webinar] Public Relations is Dead, Long Live Public Relations

May 6, 2014

Marc Gutman Founder and Publicist at WildStory Media E: [email protected] Chris Raulf Founder & President, Boulder SEO Marketing E: [email protected]

www.boulderseomarke.ng.com | www.wildstory.com

Today’s Agenda •  Search Engine-‐Op/mized Press Releases

–  How to include search engine-‐op/mized press releases as part of your digital and content marke/ng strategy

–  How to dra? and properly op/mize press releases that will show up on Google’s page number one

–  Ways to distribute press releases through free and paid online distribu/on channels

–  How to monitor and measure the success of your search engine-‐op/mized press releases

•  Public Rela/ons –  What is Public Rela/ons? –  Why a press release may be good for SEO but not for geEng media aFen/on

–  How to get free press coverage (earned media) –  3 Tips on geEng journalists to write about your company

•  Ques/ons & Answers


Quick Poll

•  I use search engine-‐op/mized press releases as part of my SEO and content marke/ng strategy!


Quick Poll

•  My company has a public rela/ons strategy in place!


How to Include Search Engine-Optimized Press Releases as Part of Your SEO, Digital and Content Marketing Strategy


The 5 Pillars of Search Engine Op.miza.on

1.  Technical Health of Website 2.  Website Func/onality 3.  On-‐Page Search Engine

Op/miza/on –  Content Marke/ng

4.  Off-‐Page Search Engine Op/miza/on

–  Search Engine-‐Op/mized Press Releases

5.  Social Media Marke/ng


What to Announce in a Search Engine-‐Op.mized Press Release

•  Events •  Awards •  Promo/ons •  New employees •  New services or products and services •  New client / partnership •  Financial data •  Accomplishments •  …the list never ends. Think outside of the box!

–  www.boulderseomarke/ng.com/about/press-‐releases


Source: TechTarget2009 Media Consumption Report

Content Marke.ng Roadmap


Editorial Calendar


Campaign Based Content Marke.ng, Search Engine Op.miza.on and Social Media


•  Webinar: Public Rela/ons is Dead, Long Live Public Rela/ons •  Researched target SEO keywords: “press release packages” •  Announced event with a press release through PRWeb •  Dra?ed blog post for website •  Promoted webinar on LinkedIn, Facebook, TwiFer, Google+, etc.

Results Of A Campaign Based Content Marke.ng, Search Engine Op.miza.on And Social Media Campaign


Press Releases Best Prac.ces -‐ Who are the key players? Anyone else involved besides your company? -‐ Who does your news affect / who does it benefit? -‐ What is new? -‐ Why is this important news? What is different? -‐ Where is this happening? Local, na/onal, global? Is the loca/on relevant at all? -‐ When does it happen (events etc.)? -‐ How did this come about? -‐ Don’t forget a call to ac/on!!

How to DraM and Properly Op.mize Press Releases That Will Show up on Google’s Page Number One


-‐ Focus on 2-‐3 keywords -‐ Clear, concise, and short headline: Include your most important keyword -‐ Sub-‐headline: Include a varia/on of your most important keyword and a second keyword -‐ Place most important keywords in first two or three paragraphs -‐ Include descrip/ve links early -‐ Pictures / Mul/media -‐ Post press release to website -‐ Use TwiFer, Facebook, LinkedIn etc. to spread the word -‐ Post to SlideShare -‐ Email it to applicable media outlets -‐ Distribute through paid and / or free PR distribu/on services

Search Engine-‐Op.miza.on PR Best Prac.ces


Paid PR distribu/on services: •  Vocus / PRWeb: hFp://www.prweb.com •  PR Newswire: hFp://www.prnewswire.com •  Marketwired: hFp://www.marketwired.com •  Business Wire: hFp://www.businesswire.com

Free PR distribu/on services: •  PRLog: hFp://www.prlog.org •  Kontax: hFp://kontax.com •  PR Urgent:

hFp://www.prurgent.com/submit_press_release.htm

Ways to Distribute Press Releases


How to Monitor and Measure the Success of Your Search Engine-Optimized Press Releases


How to Monitor and Measure the Success of Search Engine-‐Op.mized Press Releases


Where Is The Best Place To Hide A Dead Body?


How to Monitor and Measure the Success of Search Engine-‐Op.mized Press Releases

PRSA Defini.on:

What is Public Rela.ons (PR)?


Press Releases Best Prac.ces -‐ Who are the key players? Anyone else involved besides your company? -‐ Who does your news affect / who does it benefit? -‐ What is new? -‐ Why is this important news? What is different? -‐ Where is this happening? Local, na/onal, global? Is the loca/on relevant at all? -‐ When does it happen (events etc.)? -‐ How did this come about? -‐ Don’t forget a call to ac/on!!


What does a PR firm do? •  Media and Blogger Rela/ons •  Cause Marke/ng •  Social Media •  Strategic Communica/ons

Planning •  Media Materials and Collateral

Development •  Media Training •  Print, Broadcast and Outdoor

Strategy and Execu/on •  Digital Media Strategy and

Execu/on •  New Restaurant Introduc/on •  Press Releases •  Investor Rela/ons •  Industry Awards

•  Crisis Communica/ons •  Media Tours and FAM Trips •  Social Media Audit •  Editorial Strategy and Planning •  Content Crea/on •  Copywri/ng •  Ambassador Development •  Curated Event Planning and

Execu/on •  New Market Introduc/ons •  Product Expansion •  Reputa/on Management •  Tailored long and short-‐term

campaigns •  Public Policy / Legisla/on


PR Pros Wear Many Hats


PR Part of the Marke.ng Umbrella


PR Content Marke/ng Lead Gen Adver/sing Brand Development SEO SEM Paid Search Company Blog Website Development

Press Releases Work Great For: + SEO + When there is actually NEWS

-‐ Good News -‐-‐ You Don’t Want to Talk to the Press (Google buys Your Company / New Apple iPhone) -‐ Bad news – /me to control the message (CEO caught stealing / Gov’t Mess)

Press Releases DO NOT Work Well for: + GeEng Journalists to Cover Your Company + GeEng Quality Coverage for Your Company

Back To Press Releases – PR View


3 Types of Media -‐ Owned – your website, your blog. “Hey World WS Is Great!” (me) -‐ Earned – People Write About You. “Hey World, I’m an unbiased

expert and WS is preFy great.” (Journalist) -‐ Paid – Adver/sing – “Hey World, I’m Aston Kucher and trust me

WS is great.” (celebrity)

EARNED MEDIA – A Great Value


EARNED MEDIA – Why?


Earned Media vs. Paid Media


Let’s Put This in Real World Terms


Ah… No Thanks


Hey, check that guy out….


Put that way… I think I’d like to get to know him


What Changed? Third Party Valida.on


People Don’t Like it When You Talk About Yourself…..Even if it’s True Benefits of Earned Media •  Cost Effec/ve – Much Less than Adver/sing •  Builds Trust •  Builds Brand Awareness •  3rd Party Valida/on •  Digital Content – Long Las/ng SEO / Google •  Makes Your Company Look at Large as the Big Boys •  Drives Revenue!

Types of Earned Media


•  Newspapers •  Blogs

•  Influencers •  Industry Awards •  Industry Specific Publica/ons / Trade Publica/ons •  TV

•  News •  Review Shows •  Challenge Shows

•  Long Lead Magazines •  Niche

•  Social Media

Before We Pitch : Today’s Journalist Landscape


Caveat: Journalist = anyone who reports on your company Understand Pressure on Journalists is Greater than Ever. They have no TIME. Example 722 emails a day. You Can Be Their Best Friend or Worst Enemy. Good News is they NEED Content. They WANT to buy what you’re selling…if it’s good.

3 Tips To Get Journalists To No.ce You


•  Send a short, concise email pitch for a story •  Be brief •  Think Movie Trailer •  Would you read/watch this story if it wasn’t your company?

•  Put yourself in Journalist’s shoes •  Is this a story? Why is it interes/ng? •  Save /me, present it as a story, not abstract •  One tac/c -‐ frame around a personal story

•  Be prepared if they say “Yes” •  Have sources veFed •  Have suppor/ng materials •  Photos always help

•  Extra nugget – Don’t Pitch TV if the person to appear has never been on video or TV

•  Producers want to see your “expert” isn’t a dud

Real World Example


Brief Pitch

Understand Journalist’s Beat

Be Prepared

Questions?

Connect with WildStory Media: Web: www.wildstory.com LinkedIn: www.linkedin.com/company/wildstory-media Facebook: www.facebook.com/wildstorymedia Twiber: www.twiFer.com/wildstorymedia Google+: https://plus.google.com/+WildStoryMedia Connect with Boulder SEO Marketing and Chris: Web: www.boulderseomarketing.com LinkedIn: www.linkedin.com/company/boulder-‐seo-‐marke/ng and www.linkedin.com/in/chrisraulf Twiber: www.twiFer.com/Marke/ngSEOWiz and @swisschris Facebook: www.facebook.com/BoulderSEOMarke/ng Google+: hFps://plus.google.com/+Boulderseomarke/ng YouTube: www.youtube.com/user/boulderseomarke/ng
